Don’t make it hard to leave
You know the pattern. I want to unsubscribe from your newsletter. But you don’t want me to go. You want to keep numbers up.
Making things bright and obvious and irresistible helps drive sales. The big, green “buy” button. Pretty pictures of your product. It’s common sense.
So if you don’t want someone to do something then you make it small and dull and hard to find. Right? Here’s an email I just got:
Great. Nice picture. Nice “Buy Now” button. There’s a footer. The font is tiny and grey: I guess they don’t really want me to read that. The unsubscribe link they don’t want me to click is even harder to find — it’s the only link not in blue:
I don’t mean to pick on this particular company. It’s common practice but that doesn’t mean it’s right.
Similar patterns exist everywhere for cancelling an account or switching to the free plan or anything they don’t want you to do.
Make it easy to come back
If I want to unsubscribe make it easy. Take me to a page that immediately confirms that I have been unsubscribed. Explain to me what I’m missing and the benefits of staying and provide a big, green “I’ve changed my mind” button. Offer me an alternative (like less frequent emails) and another big green button. This is your big opportunity to win me back but you’ve got to convince me to come back — not make me convince you that I want to leave.
Want to cancel your account? Sure. No problem. That’s easy. We’ll keep your data for 30 days and then get rid of it. Send them an email (just one) confirming the cancellation, reminding them of the 30 day rule, and providing a big green button to reactivate their account if they’ve changed their mind. For bonus points, provide information on how to export their data.
Want the free account? Sure. No problem. One click and you’re done. Here’s a list of the benefits you’re missing out on and a big green button if you’ve changed your mind.
See? It’s not hard. It’s respectful. Happy users, even happy ex-users, make for a successful business.
